Twitter’s Rebrand Is on Hearth (and It’s Not Superb)

X doesn’t mark the spot.

Elon Musk rolled out the rebrand of Twitter into X. The brand modified within the nook of the web site. Then, the web site was redirected to

The X emblem is changing the chicken on the app icons. This week, the tagline that’s been round ceaselessly went from “Let’s speak” to “Blaze your glory.”

CMI’s chief technique advisor Robert Rose explains what the Twitter rebrand can train B2B entrepreneurs on this week’s CMI Information video. Watch it beneath, or hold studying for the highlights:

The rebrand raised eyebrows and revealed the larger, hidden challenges of introducing a brand new id to an present firm. Whether or not purposely or simply carelessly achieved, the rebrand of Twitter or relatively X reveals the potential issues that go properly past dangerous design.

Twitter’s new @X identity shows the potential rebranding problems that go well beyond bad design via @Robert_Rose @CMIContent. Click To Tweet

Every week after the X launch, the media nonetheless refers to X by its outdated title, because it does on this story concerning the X emblem atop Twitter’s headquarters being eliminated after neighborhood complaints. And it occurs on this week’s article concerning the battle between Threads and Twitter (aka X) is an attention-grabbing one.

And nobody might be bothered to inform or can’t be bothered to tell the corporate’s assist group (if it nonetheless exists) as a result of a go to to X’s help section nonetheless makes use of the Twitter title and blue chicken alongside directions on find out how to tweet, retweet, and even direct your tweets to circles.

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Given the content on @X’s help page, the support team didn’t get the message about the rebrand via @Robert_Rose @CMIContent. Click To Tweet

Twitter’s rebrand tells a narrative

Change is tough. Getting all of the transferring elements of content material, interfaces, and packaging modified is big. Shoppers often resist it. As Robert says, “A rebrand is basically about ranging from scratch. It’s in all probability essentially the most troublesome mission any advertising group will ever do.”

Virtually all rebrands with legacy firms occur due to some disaster – an acquisition during which two firms rebrand into the stronger one, a catastrophe from which the model must distance itself, or a product cut up that requires a brand new feel and look.

“You may argue this X rebrand got here from Elon’s acquisition. However he didn’t select a stronger model id; he went with an undecided or weaker model,” Robert says.

Altering the title now reinforces the self-made catastrophe of the publicly criticized platform.

Changing Twitter’s name now reinforces the self-made disaster of the publicly criticized platform via @Robert_Rose @CMIContent. Click To Tweet

“They might have made a factor out of rebranding the corporate after they had a brand new set of merchandise, akin to banking, audio, video, messaging, and even items and providers, that they’ve promised. Now, they’ve misplaced all that chance,” Robert says.

What does the X technique imply?

However does any of this matter?

Possibly, simply perhaps, Elon and the group at X purposely created this friction across the rebrand, so it turns into a narrative. Is that this an ingenious manner of getting folks to speak or get publicity for a comparatively meaningless title change?

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Robert says given the context of all the pieces else taking place to and inside X, it’s only a case of somebody who does what he needs it doesn’t matter what occurs. He’s blazing his glory.

What do you suppose? Tell us within the feedback.

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute